The point on selling to managers is the big one, imo. Not users not the company, at least not directly. While the "decision maker" is not the user, they may be

The point on selling to managers is the big one, imo. Not users not the company, at least not directly. While the "decision maker" is not the user, they may be the project lead/implementor. Certain managers are looking for low risk, high visibility projects & notable successes. They're expending a sort of social capital within their company, putting themselves on the line. Those are the managers that need to like your thing. Companies selling to these people need to focus on those individuals, and figure out what the hell "costs," are, irl, to them. It's not money